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CROSS-CULTURAL MARKETING

RUGIMBANA, ROBERT , NWANKWO, SONNY

2003

BOOK
Category

INTERNATIONAL MARKETING

Abstract TRADITIONALLY INTERNATIONAL MARKETING TEXTS LOOK OUT FROM ONE CULTURE AND ATTEMPT TO EXPORT OR ADAPT IDEAS THAT WORK AT HOME TO A DIFFERENT CULTURE. APART FROM THE ODD VIGNETTE SHOWING HOW CULTURAL MISUNDERSTANDINGS CAN AFFECT BUSINESS RELATIONS, VERY LITTLE MATERIAL EXISTS ON THE REALITIES OF MARKETING TO DIFFERENT CULTURES BOTH EXTERNALLY - BEYOND THE BORDERS OF A COUNTRY OR CONTINENT - AND INTERNALLY - THAT IS MARKETING TO DIFFERENT CULTURAL COMMUNITIES AT HOME. CROSS-CULTURAL MARKETING EXPLORES THE KEY ROLES THAT MULTICULTURALISM PLAYS IN DIFFERENT SOCIETIES AND ITS IMPACT ON MARKETING THEORY AND PRACTICE AND WILL EXAMINE THE IMPORTANCE OF THE CULTURAL CONTEXT IN DIFFERENT SOCIETIES' MARKETING PRACTICES. MARKETING HAS A STRONG CULTURAL CONTEXT AND A GREAT DEAL OF MARKETING ACTIVITIES TAKE PLACE IN SETTINGS THAT ARE CONTEXT-SPECIFIC. THUS, CULTURAL CONTEXTS OF MARKETING HAVE BECOME INESCAPABLE ISSUES IN BOTH THE STUDY AND PRACTICE OF MARKETING. THE TEXT CONSIDERS THE VARIOUS BRANCHES OF MARKETING ACTIVITY - COMMUNICATION, SERVICES, RELATIONSHIPS, BRANDING, PRODUCT STRATEGY, PRICING, E-COMMERCE, CONSUMER BEHAVIOUR - AND PLACES THEM IN A CROSS-CULTURAL CONTEXT.
ISBN 1861528019
Author(s) RUGIMBANA, ROBERT , NWANKWO, SONNY
Credits
Edition 1ST ED.
Year 2003
Publisher THOMPSON
Type BOOK
Keywords CROSS-CULTURAL MARKETING
Language English
Collation 370 P., 24CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol J 3 No Available